Training for sales professionals at global pharmaceutical firm is robust, thorough, and frequent. However, the training curriculum of its marketing staff, who were being asked to be its commercial leaders, creating and delivering on business objectives and strategies as well as leading salespeople, was almost non-existent. Fixing this multi-layered challenge wouldn’t be as simple as implementing new training for marketers. Because so little training had existed previously, the company needed to change its culture to take its marketers’ attitudes from “why training?” to “I want more training!”

In this session you will learn how creating the firm's college of marketing helped its marketing staff elevate their skills and close gaps in organizational profitability. You will explore how it shifted the culture of its marketing organization from one that expected little to no training to one that embraced the value training could bring. You will learn about the implementation of “enrichment days” that allowed workers to step away from daily work and focus solely on their development, and how one enrichment event on digital and social marketing generated enough buzz to reach number three on Twitter for the day.

In this session, you will learn:

• How to engage the business in a meaningful way to help set and execute learning strategies
• How to leverage Twitter to engage learners
• How to level-set marketing employees, some of whom need fundamental training
• How to get the most from your keynote speakers

Audience:
Intermediate designers, developers, project managers, managers, directors, VPs, CLOs, and executives.

Technology discussed in this session:
Twitter.